One of the consequences of overshooting demand is that it creates the opportunity for disruption from the low end; The smartphone is an example of that disruption The low-cost smartphone segment will soon become the fastest driver of smartphone growth and penetration in emerging markets and developed markets looking to convert the last of the feature phone users. This can be viewed as the smartphone market disrupting itself with lower powered, lower cost devices that meet the needs of overshot smartphone consumers and smartphone non-consumers.